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Most Essential Learning Competency:
After going through this lesson, you are expected to
achieve:
1. Define and understand marketing, concepts and
principles;
2. Understand the goals of marketing and its social
effects; and
3. Discuss the goals of marketing.
REWRITE THE PAST
1. works toward the organization’s goals
using its resources in an effective
and efficient manner.
R
ANSWER
1. works toward the organization’s goals
using its resources in an effective
and efficient manner.
M A N A G E R
REWRITE THE PAST
2. A social science that deals with the
allocation of scarce resources to meet the
unlimited human needs and wants
C
ANSWER
2. A social science that deals with the
allocation of scarce resources to meet the
unlimited human needs and wants
E C O N O M I C S
REWRITE THE PAST
3. ______are desires for goods and services
we would like to have but do not need.
A
ANSWER
3. ______are desires for goods and services
we would like to have but do not need.
W A N T S
REWRITE THE PAST
4. means an expression of financial value of
all consumed inputs when producing goods,
services or any other supporting activities
or processes in the company
C
ANSWER
4. means an expression of financial value of
all consumed inputs when producing goods,
services or any other supporting activities
or processes in the company
C O S T
REWRITE THE PAST
5. is a person or group of people who are
the final users of products and or services
generated within a social system.
O
E
ANSWER
5. is a person or group of people who are
the final users of products and or services
generated within a social system.
C O N S U M E R
Definition of Marketing
 Marketing is the creation and communication of value to
customers.
 It involves the customer’s maintenance of relationships that
should last for lifetime.
 It is the link between society’s material requirements for its
needs and wants.
 Marketing must satisfy human needs and wants through the
exchange process and the building of long-term relationships.
CONCEPT AND MARKETING PRINCIPLES
Primary Purpose of Marketing
➢ Capturing the attention of your target market
➢ Persuading a consumer to purchase your
product
➢ Providing the customer with a specific, low-risk
action that is easy to take
The Role of Marketing
1.
2.
3.
4.
5.
6.
7.
8.
Identify customers.
Satisfy customers.
Retain customers.
Creation of products and services.
Distribution.
Pricing
Promotion
Selling
Marketing Goals
 Goal: Attract new customer by promising superior value and
keep and grow current customers by delivering satisfaction.
Two Interacting Components of Marketing
COMPANY
MARKET
 A goal is a dream with a plan and a deadline.
 The marketing goal is a specific, measurable, attainable, relevant, and
time-bound metric (SMART) that drives every marketing effort.
Principles of Marketing
 Marketing principles or principles of marketing
are agreed-upon marketing ideas companies
use for an effective marketing strategy. They
are the principles upon which we build product
promotion strategies. We can use the
marketing principles for the effective
promotion of either goods or services.
Marketing Mix
TRADITIONAL APPROACHES
Traditional marketing refers to any type of
marketing that is not online.
Traditional Marketing Concepts
1. The Production Concept
2.The Product Concept
3.The Selling Concept
The Production Concept
 This concept –oldest of the concepts in business.
 It holds that consumers will prefer products that are widely
available and inexpensive.
 Managers focusing on this concept concentrate on achieving
high production efficiency, low costs, and mass distribution.
 They assume that consumers are primarily interested in product
availability and low prices.
 This orientation makes sense in developing countries, where
consumers are more interested in obtaining the product than in
its features.
The Product Concept
 This orientation holds that consumers will favor
those products that offer the most quality,
performance, or innovative features.
 Managers focusing on this concept concentrate
on making superior products and improving
them over time.
The Selling Concept
 This concept assumes that consumers typically show buying
inertia or resistance
 It also assumes that the company has a whole battery of
effective selling and promotional tools to stimulate more
buying.
 Most firms practice the selling concept when they have
overcapacity.
 They aim to sell what they make rather than make what the
market wants.
TRADITIONAL APPROACHES
Examples:
1. Print ads (magazines, newspapers, coupon
books)
2. Broadcast (radio, television)
3. Direct mail (postcards, brochures, letters, fliers
4. Phone
5. Outdoor advertising like billboards
6. Referral (word-of-mouth)
Contemporary Approach
 The focus of contemporary marketing extends
beyond merely attracting new customers.
Today's marketing strategies also include
instilling customer loyalty and a sense of brand
devotion, thereby creating a more sustainable
business model.
Contemporary Marketing
1. The Marketing Concept
2. Relationship Marketing Concept
3. Societal Marketing Concept
The Marketing Concept
 consists of the company being more effective than
competitors in creating, delivering, and
communicating customer value to its selected target
customers.
 The marketing concept rests on four pillars: target
market, customer needs, integrated marketing, and
profitability
The Relationship Marketing Concept
 It is believed that all marketing activities are to establish,
maintain, and strengthen meaningful long-term
relationships with customers.
 Extensive customer databases are created, maintained,
and updated.
 Customer profiles, purchase habits, and preferences are
tracked and monitored.
 This is to ensure that customer’s needs are fulfilled, and
the relationship with them is maintained.
The Societal Marketing Concept
 This concept holds that the organization’s task is
to determine the needs, wants, and interests of
target markets and deliver the desired
satisfactions more effectively and efficiently than
competitors
 it holds that this all must be done in a way that
preserves or enhances the consumer’s and the
society’s well-being
EVALUATING LEARNING
 Word Search:
Identify the terms described below. Search and encircle the
words from the box after writing your answer in the blank
provided. You can find the words in vertical, horizontal and
diagonal.
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ASSIGNMENT : WRITE YOUR ANSWER IN YOUR
NOTEBOOK (INDIVIDUAL ACTIVITY)
As a marketer, how can you increase your
customers’ assessment of your products and
services?
2 PARAGRAPHS
GROUP ACTIVITY (FOR NEXT MEETING’S PRESENTATION)
Ask the students to form into four groups for the Green Marketing
Activity.
Green marketing is a contemporary approach of marketing where
products are produced in an environmentally friendly way. They
will think and promote of a unique product or service that is
environment friendly.
Marketing Mix
Ideal Description
Product or Service
Promotion
People (Target market)